Underground State of Mind

Most artistes start off as underground...except for probably Justin Beiber or something. You start off as a tolerated annoyance to friends and family via unforgivable crimes such as singing off-key loudly in the bathroom, rapping over hip hop beats at 10pm using the most spartan of microphones, hiding somewhere strumming a guitar when you're supposed to be washing dishes etc. After months (or years) of this you eventually should become good (or not so bad) to the point where suggestions are made that you get whatever you're attempting heard on some widely followed media, probably radio signalling the commencement of the real work. That's when you're officially an underground artiste.

Being underground is very educational. It allows you to pick apart the entire machine which by some carefully crafted illusion seems seamless on tv. A cd is no longer a cd but a cd cover, a case, maybe plastic covering and a blank disc which needs to be burned. A video is getting people to come your shoot, organizing them, paying a camera man, lights, video treatment and editing. And getting played on radio is impossible. Just joking of course, getting anything you create played is a process with a variable compendium of house rules.

When you understand the above you swiftly approach another dilemma. Stay underground or go mainstream? These days, you can make a living off both. The difference is just the size of the+ market. Even a small market can reward if you dominate it. Are you willing to pay $500TT for a beat or $10000TT? If you're like me you can probably get a $10000TT sounding beat for $500TT. Are you going to write the name of your album on your cd in marker or pay $10TT per cd to print it using spiffy colour graphics. My experience so far is that most buyers stopped caring ever since music became free but I'd be lying if I said none do. And are you willing to build your fan-base brick by brick or rent it from a radio station? Lower overheads means more profit while higher risk means larger payoff. It depends on your preference really.

Fans always want mainstream success for you and who doesn't love to see when an underground artiste they've supported makes it big and everyone finally appreciate their talent. I feel that way about Drake somewhat. However, most aren't willing to accept the compromises that come with such placement, spawning rampant accusations of falling off or selling out. So then you look at the money you've saved and wonder which way to go. Do I shoot three videos and grab fans virally or shoot one and wrangle with Synergy which can guarantee a certain level of notice? It's a decision no one can make for you but it will be made either way. Face out.